Drivers of consumers’ trust and online purchase decisions: Evidence from Vietnam’s e-commerce market
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Author(s)Bui Van VienLink to ORCID Index: https://orcid.org/0009-0000-6424-9874
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The Tuan TranLink to ORCID Index: https://orcid.org/0000-0001-7901-2060
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Cuong Hung NguyenLink to ORCID Index: https://orcid.org/0009-0009-8013-4300
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Nguyen Huy HoangLink to ORCID Index: https://orcid.org/0009-0001-7036-0023
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Pham Quang TinLink to ORCID Index: https://orcid.org/0009-0004-4456-4761
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DOIhttp://dx.doi.org/10.21511/im.22(1).2026.06
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Article InfoVolume 22 2026, Issue #1, pp. 65-80
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Creative Commons Attribution 4.0 International License
Type of the article: Research Article
Abstract
E-commerce has become one of Vietnam’s most dynamic and fastest-growing sectors, reshaping consumer purchasing behavior in the digital economy. This study investigates the key determinants of consumers’ trust and its mediating role in online purchase decisions in Vietnam. Primary data were collected through an online survey of 419 Vietnamese consumers who had made at least one purchase on major e-commerce platforms (e.g., Shopee, TikTok, Facebook) during the previous six months. This sampling frame ensured that all respondents had recent and relevant experience with online shopping in Vietnam’s e-commerce market. Data were collected between October 2024 and August 2025 using a structured questionnaire and analyzed with PLS-SEM in SmartPLS 4.1. The findings reveal that website quality (β = 0.235, p < 0.01), reference groups (β = 0.209, p < 0.01), perceived service quality (β = 0.184, p < 0.01), and information security (β = 0.171, p < 0.01) significantly enhance Vietnamese consumers’ trust in online shopping. Suppliers’ reputation (β = 0.106, p < 0.01) and suppliers’ size (β = 0.067, p < 0.01) indirectly strengthen consumers’ trust through website quality and perceived service quality, respectively. The study further confirms that trust serves as an essential mediating construct, meaningfully strengthening online purchase decisions among Vietnamese consumers (β = 0.608, p < 0.01). These findings underscore the central importance of trust in shaping consumer behavior in emerging e-commerce markets, indicating that enhancing website quality, improving service reliability, and strengthening data protection can contribute to more sustainable online purchasing behavior among Vietnamese consumers.
Acknowledgments
The authors received no financial support or external funding for conducting this research or preparing the manuscript. All analyses and interpretations were carried out independently by the authors.
- Keywords
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JEL Classification (Paper profile tab)M31, M37, L81
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References57
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Tables6
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Figures3
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- Figure 1. Proposed research model
- Figure 2. Classification of the use of online shopping websites/applications
- Figure 3. The confirmed research model
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- Table 1. Sample characteristics (n = 419)
- Table 2. Assessment results for construct reliability and convergent validity
- Table 3. Assessment of discriminant validity (HTMT criterion)
- Table 4. Results of bootstrapping for direct effects
- Table 5. Indirect effects estimated through bootstrapping
- Table 6. R2 coefficients
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Non-financial factors affecting the operational performance of hospitality companies: Evidence from Vietnam
Trung Kien Phan ,
Thi Hong Thuy Nguyen ,
Thu Ha Dang ,
Van Thuan Tran ,
Kim Ngoc Le
doi: http://dx.doi.org/10.21511/ppm.19(4).2021.05
Problems and Perspectives in Management Volume 19, 2021 Issue #4 pp. 48-62 Views: 10790 Downloads: 1885 TO CITE АНОТАЦІЯNon-financial factors including quality of services, the flexibility of a company, utilization of resources, and market orientation are regarded as significant determinants that enhance the profitability-based performance of a service company or a hotel. The study investigated the interaction between these factors and hotel operating performance measured by the hospitality performance and results indicators. Data on 346 executives of Vietnam’s hospitality companies were collected. A structural equation modeling (SEM) method was utilized to examine the positive-direct and moderating effects of non-financial factors on hotel performance in terms of occupancy rate (OCR), average daily rate (ADR), and the revenue per available room (RevPAR). The findings showed that service quality ( = 0.118, p < 0.05), flexibility ( = 0.173, p < 0.05) and resource utilization (= 0.172, p < 0.05) positively affected the performance of Vietnam’s hospitality companies. Meanwhile, innovation showed no direct influence (p = 0.068) but an indirect impact on the performance through service quality ( = 0.311, p < 0.05). Market orientation did not impact the performance (p = 0.076) but it positively affected both innovation ( = 0.322, p < 0.05) and service quality ( = 0.146, p < 0.05). The study contributed to a theoretical enhancement of the current level of knowledge on the factors that affect the performance and developed a reliable scale for measuring the performance of hotels in Vietnam.
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Flash sale and online impulse buying: Mediation effect of emotions
Martaleni Martaleni ,
Ferdian Hendrasto ,
Noor Hidayat ,
Amin Alfandy Dzikri ,
Ni Nyoman Kerti Yasa
doi: http://dx.doi.org/10.21511/im.18(2).2022.05
Innovative Marketing Volume 18, 2022 Issue #2 pp. 49-59 Views: 4800 Downloads: 2298 TO CITE АНОТАЦІЯFlash sale (FS) is a marketing strategy that is widely used and developed in sales through e-commerce. The implementation of the FS strategy is to provide discounts or special propositions on products offered within a certain time limit. Time restrictions aim to encourage consumers’ emotions to make impulse buying (IB). This study examines the effect of consumer emotions as a mediating variable on IB among Shoppee consumers in Indonesia caused by FS activities that are not carried out on certain important days. The required data were collected through the distribution of online questionnaires to respondents who, in the last three months, had made transactions through Shoppee e-commerce platform. A total of 150 questionnaires are analyzed using PLS-SEM. The results of the analysis show that the flash sale strategy carried out by the Shoppee e-commerce platform in Indonesia has a direct effect on increasing consumer emotions. This means that the higher the intensity of the FS promotion, the stronger the influence on consumer emotions. Emotions increase IB. FS has no significant effect on increasing IB. Subsequent findings show that FS indirectly has a positive and significant effect on IB through emotions. In other words, this study proves that the emotions are a mediating variable in online IB. This study is helpful for companies in developing appropriate strategies for their promotions in utilizing consumers’ impulse buying behavior by using strategies that trigger consumers’ emotions.
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Online impulse buying on TikTok platform: Evidence from Indonesia
Nur Rizqi Febriandika ,
Alfinna Putri Utami ,
Afifah Nur Millatina
doi: http://dx.doi.org/10.21511/im.19(3).2023.17
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